广告定制和内容传输对网络视频广告效果的影响

IF 4.2 Q2 BUSINESS

Journal of Current Issues and Research In Advertising Pub Date : 2020-09-01 DOI:10.1080/10641734.2019.1626304

Y. Huang, T. Waddell

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引用次数: 8

摘要

摘要本研究考察了广告定制和内容传输对在线视频广告效果的影响。一项被试间实验(N = 113)发现，广告定制对广告和品牌态度的影响受到视频内容引出的运输的调节，广告选择在低运输水平下提高了广告和品牌态度，而在高运输水平下降低了广告和品牌态度。定制化降低了感知广告侵入性，但也降低了品牌回忆。最后，定制通过提高控制感和感知相关性间接影响广告和品牌态度。

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The Impact of Ad Customization and Content Transportation on the Effectiveness of Online Video Advertising

Abstract This study examined how ad customization and content transportation influence the effectiveness of online video advertising. A between-subjects experiment (N = 113) found that the effect of ad customization on ad and brand attitude was moderated by transportation elicited by the video content, such that ad choice heightened ad and brand attitude under a low level of transportation but decreased ad and brand attitude under a high level of transportation. Customization reduced perceived ad intrusiveness but also decreased brand recall. Finally, customization affected ad and brand attitude indirectly through raised sense of control and perceived relevance.

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来源期刊

Journal of Current Issues and Research In Advertising Multiple-

CiteScore

5.80

自引率

32.40%

发文量